This is the book that I am currently working my way through at the moment. Ever since I attended Click London last year I have made it a goal to be more aware of what is happening in the advertising world and to follow the biggest transformation in it’s history.
There are a huge number of blogs, press articles, industry talks etc discussing and debating the demise of the traditional ad agency, the role of the traditional creative director and whether or not creative teams are the way future. I have no answers but I know working in digital for the past 12 years that now is one of the most challenging and exciting times within our industry.
Consumers are now infinitely more savvy, networked, social, and importantly more vocal and critical than ever before. We’re all having to work harder to make our campaigns memorable, persuasive and relevant.
Sometimes my head hurts just trying to keep up with everything these days!